{"id":6581,"date":"2026-10-13T23:22:42","date_gmt":"2026-10-13T16:22:42","guid":{"rendered":"https:\/\/dykhoa.com\/blog\/?post_type=thuat_ngu&#038;p=6581"},"modified":"2026-10-13T23:22:42","modified_gmt":"2026-10-13T16:22:42","slug":"thuyet-scct-situational-crisis-communication-theory","status":"publish","type":"thuat_ngu","link":"https:\/\/dykhoa.com\/blog\/thuat-ngu\/thuyet-scct-situational-crisis-communication-theory\/","title":{"rendered":"Thuy\u1ebft truy\u1ec1n th\u00f4ng kh\u1ee7ng ho\u1ea3ng t\u00ecnh hu\u1ed1ng (SCCT) l\u00e0 g\u00ec?"},"content":{"rendered":"<p>Thuy\u1ebft truy\u1ec1n th\u00f4ng kh\u1ee7ng ho\u1ea3ng t\u00ecnh hu\u1ed1ng (SCCT), ph\u00e1t tri\u1ec3n t\u1eeb nghi\u00ean c\u1ee9u c\u1ee7a W. Timothy Coombs, cho r\u1eb1ng c\u1ea7n x\u00e9t t\u00ecnh hu\u1ed1ng tr\u01b0\u1edbc khi ch\u1ecdn c\u00e1ch ph\u1ea3n h\u1ed3i. Theo Coombs v\u00e0 Holladay (2002), m\u1ee9c \u0111\u1ed9 c\u00f4ng ch\u00fang quy tr\u00e1ch nhi\u1ec7m cho t\u1ed5 ch\u1ee9c l\u00e0 ch\u1ec9 b\u00e1o then ch\u1ed1t v\u1ec1 thi\u1ec7t h\u1ea1i uy t\u00edn, n\u00ean tr\u00e1ch nhi\u1ec7m b\u1ecb quy c\u00e0ng cao th\u00ec ph\u1ea3n h\u1ed3i c\u00e0ng c\u1ea7n nh\u1eadn l\u1ed7i v\u00e0 kh\u1eafc ph\u1ee5c.<\/p>\n<h2>SCCT chia kh\u1ee7ng ho\u1ea3ng th\u00e0nh nh\u1eefng nh\u00f3m n\u00e0o?<\/h2>\n<p>Trong nghi\u00ean c\u1ee9u ki\u1ec3m \u0111\u1ecbnh, Coombs v\u00e0 Holladay (2002) gom 13 lo\u1ea1i kh\u1ee7ng ho\u1ea3ng th\u00e0nh ba c\u1ee5m:<\/p>\n<ul>\n<li><strong>C\u1ee5m n\u1ea1n nh\u00e2n:<\/strong> thi\u00ean tai, tin \u0111\u1ed3n, b\u1ea1o l\u1ef1c n\u01a1i l\u00e0m vi\u1ec7c, s\u1ea3n ph\u1ea9m b\u1ecb k\u1ebb gian can thi\u1ec7p. Tr\u00e1ch nhi\u1ec7m b\u1ecb quy \u1edf m\u1ee9c t\u1ed1i thi\u1ec3u.<\/li>\n<li><strong>C\u1ee5m tai n\u1ea1n:<\/strong> b\u1ecb b\u00ean ngo\u00e0i th\u00e1ch th\u1ee9c, thi\u1ec7t h\u1ea1i l\u1edbn, s\u1ef1 c\u1ed1 ho\u1eb7c thu h\u1ed3i do l\u1ed7i k\u1ef9 thu\u1eadt. Tr\u00e1ch nhi\u1ec7m \u1edf m\u1ee9c v\u1eeba.<\/li>\n<li><strong>C\u1ee5m c\u00f3 th\u1ec3 ph\u00f2ng tr\u00e1nh:<\/strong> tai n\u1ea1n ho\u1eb7c thu h\u1ed3i do l\u1ed7i con ng\u01b0\u1eddi, sai ph\u1ea1m c\u1ee7a t\u1ed5 ch\u1ee9c. Tr\u00e1ch nhi\u1ec7m \u1edf m\u1ee9c cao.<\/li>\n<\/ul>\n<p>M\u1ee9c \u0111\u1ed9 nghi\u00eam tr\u1ecdng v\u00e0 l\u1ecbch s\u1eed ho\u1ea1t \u0111\u1ed9ng, g\u1ed3m l\u1ecbch s\u1eed kh\u1ee7ng ho\u1ea3ng v\u00e0 quan h\u1ec7 v\u1edbi c\u00e1c b\u00ean li\u00ean quan, c\u00f3 th\u1ec3 l\u00e0m m\u1ee9c quy tr\u00e1ch nhi\u1ec7m t\u0103ng l\u00ean (Coombs v\u00e0 Holladay, 2002).<\/p>\n<h2>T\u1ed5 ch\u1ee9c n\u00ean ph\u1ea3n h\u1ed3i theo th\u1ee9 t\u1ef1 n\u00e0o?<\/h2>\n<p>Coombs (2013) x\u1ebfp \u01b0u ti\u00ean: tr\u01b0\u1edbc h\u1ebft l\u00e0 th\u00f4ng tin h\u01b0\u1edbng d\u1eabn (instructing information) gi\u00fap c\u00f4ng ch\u00fang gi\u1eef an to\u00e0n, ti\u1ebfp theo l\u00e0 th\u00f4ng tin \u0111i\u1ec1u ch\u1ec9nh (adjusting information) gi\u00fap h\u1ecd \u1ed5n \u0111\u1ecbnh, sau \u0111\u00f3 m\u1edbi \u0111\u1ebfn qu\u1ea3n tr\u1ecb uy t\u00edn. C\u00e1c chi\u1ebfn l\u01b0\u1ee3c uy t\u00edn \u0111\u01b0\u1ee3c x\u1ebfp theo m\u1ee9c nh\u1eadn tr\u00e1ch nhi\u1ec7m v\u00e0 chi ph\u00ed t\u0103ng d\u1ea7n: ph\u1ee7 nh\u1eadn (deny), gi\u1ea3m nh\u1eb9 (diminish) v\u00e0 t\u00e1i thi\u1ebft (rebuild). Uy t\u00edn t\u1ed1t t\u1eeb tr\u01b0\u1edbc g\u1ea7n nh\u01b0 kh\u00f4ng t\u1ea1o ra &#8220;h\u00e0o quang&#8221; che ch\u1eafn (Coombs, 2013). Xem ph\u00e2n t\u00edch m\u1ed9t v\u1ee5 vi\u1ec7c trong b\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/xu-ly-khung-hoang-truyen-thong-hoai-linh\/\">x\u1eed l\u00fd kh\u1ee7ng ho\u1ea3ng truy\u1ec1n th\u00f4ng v\u1ee5 Ho\u00e0i Linh<\/a>.<\/p>\n<h2>C\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p<\/h2>\n<h3>C\u00f3 ph\u1ea3i kh\u1ee7ng ho\u1ea3ng n\u00e0o c\u0169ng n\u00ean xin l\u1ed7i ngay?<\/h3>\n<p>Kh\u00f4ng. L\u1eddi xin l\u1ed7i \u0111\u1ea7y \u0111\u1ee7, t\u1ee9c c\u00f4ng khai nh\u1eadn tr\u00e1ch nhi\u1ec7m v\u00e0 xin tha th\u1ee9, l\u00e0 l\u1ef1a ch\u1ecdn nh\u1eadn l\u1ed7i nhi\u1ec1u nh\u1ea5t v\u00e0 ph\u00f9 h\u1ee3p h\u01a1n khi tr\u00e1ch nhi\u1ec7m b\u1ecb quy cao (Coombs v\u00e0 Holladay, 2002). D\u00f9 \u1edf c\u1ee5m n\u00e0o, h\u00e0nh \u0111\u1ed9ng kh\u1eafc ph\u1ee5c v\u00e0 s\u1ef1 c\u1ea3m th\u00f4ng v\u1eabn l\u00e0 ph\u1ea7n n\u1ec1n \u0111\u1ea1o \u0111\u1ee9c c\u1ee7a ph\u1ea3n h\u1ed3i (Coombs, 2013).<\/p>\n<h3>SCCT c\u00f2n nh\u1eefng c\u00e2u h\u1ecfi n\u00e0o ch\u01b0a c\u00f3 l\u1eddi \u0111\u00e1p?<\/h3>\n<p>Coombs (2013) n\u00eau c\u00e1c c\u00e2u h\u1ecfi c\u00f2n m\u1edf, nh\u01b0 uy t\u00edn \u0111\u01b0\u1ee3c ph\u1ee5c h\u1ed3i nhanh \u0111\u1ebfn \u0111\u00e2u, hay m\u1ea1ng x\u00e3 h\u1ed9i l\u00e0 t\u00e0i s\u1ea3n hay r\u1ee7i ro trong kh\u1ee7ng ho\u1ea3ng. Xem th\u00eam b\u00e0i <a href=\"https:\/\/dykhoa.com\/blog\/dao-tao-noi-bo-truyen-thong-khung-hoang\/\">\u0111\u00e0o t\u1ea1o n\u1ed9i b\u1ed9 v\u1ec1 truy\u1ec1n th\u00f4ng kh\u1ee7ng ho\u1ea3ng<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Thuy\u1ebft truy\u1ec1n th\u00f4ng kh\u1ee7ng ho\u1ea3ng t\u00ecnh hu\u1ed1ng (SCCT) l\u00e0 g\u00ec? Ba c\u1ee5m kh\u1ee7ng ho\u1ea3ng, th\u1ee9 t\u1ef1 ph\u1ea3n h\u1ed3i v\u00e0 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c ph\u1ee7 nh\u1eadn, gi\u1ea3m nh\u1eb9, t\u00e1i thi\u1ebft.<\/p>\n","protected":false},"author":1,"featured_media":0,"template":"","nhom_thuat_ngu":[475],"class_list":["post-6581","thuat_ngu","type-thuat_ngu","status-publish","hentry","nhom_thuat_ngu-rui-ro-khung-hoang"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Thuy\u1ebft truy\u1ec1n th\u00f4ng kh\u1ee7ng ho\u1ea3ng t\u00ecnh hu\u1ed1ng (SCCT) l\u00e0 g\u00ec? - Dy Khoa Blog<\/title>\n<meta name=\"description\" content=\"Thuy\u1ebft truy\u1ec1n th\u00f4ng kh\u1ee7ng ho\u1ea3ng t\u00ecnh hu\u1ed1ng (SCCT) l\u00e0 g\u00ec? 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